Tag Archives: National Research Corporation

A lively healthcare marketing discussion in New York City

What a treat it was this past week to join the smart folks from National Research Corporation and their super smart healthcare marketing clients at NRC’s Market Insights Fall Consumer Collaborative in New York City.  We spent two days delving into healthcare research findings, exploring changes in the healthcare industry and brainstorming ideas to advance marketing practices.

I had the opportunity to lead a discussion on Customer Decision Journey Mapping – a method to help healthcare marketers discover the touch points or “moments of truth” that most influence consumer decisions to select, use and advocate for healthcare services, providers and brands.  By gaining deep insights into how consumers learn about, seek and evaluate healthcare providers – and how they judge the experience – marketers can better focus marketing investments on activities that convert seekers to brand loyal customers.

The slides from that session are embedded at the end of this post.

On a side note, I thoroughly enjoyed seeing the new One World Trade Center from my room on the 32nd floor of the conference hotel.  What an impressive building!

Learning and networking help healthcare marketers keep pace with changing market dynamics.

Picture1Some days, the scope and pace of change in the health industry seem overwhelming.  So how can marketers keep up?  While it may sound counter-intuitive, just slowing down, stepping back and engaging in some good old-fashioned learning and networking can help marketing executives be more effective in their roles as chief revenue growth officers, brand advocates, digital change agents, experience champions and innovation catalysts. 

Across  the U.S., health care organizations are traveling along different points of the change and transformation continuum.  Some are further ahead and have lessons – and lessons learned – to share.  That’s one trait of the healthcare industry that I really like – our willingness to share knowledge, experiences and ideas. 

Over the next few months, I’m going to take advantage of the learning opportunities at various conferences, do some presenting myself, connect with old friends and meet some new ones.  If you’re participating in any of the following, look me up.  I’d love to catch up and learn what’s new.

Physician Strategies Summit
February 24 – 26, 2013
JW Marriott Orlando Grande Lakes
Orlando, Florida

Join Lori McLelland (Emory Healthcare), Dr. Brian Nester and Edward Dougherty (Lehigh Valley Health Network),  Jeff Cowart (Baptist Health Care System) and me on the future of physician liaison programs (Sunday, 2/24 at 1 pm).

National Research Corporation 2013 Market Insights Summit
February 26 – 28, 2013
Las Vegas Marriott
Las Vegas, Nevada

I’m speaking Wednesday morning on a favorite topic – how marketing executives can anticipate and prepare for the future of marketing in the health industry (2/27 at 8:30 am).

Iowa Hospital Association ISHMPR Spring Conference
April 22 – 23, 2013
Holiday Inn and Suites
Des Moines, Iowa

Looking forward to facilitating a 3 hour workshop on Trends, Roles and Key Moves for Healthcare Marketers (4/23 at 9 am).

18th National Healthcare Marketing Strategies Summit
May 5 – 7, 2013
Westin Kierland
Scottsdale, Arizona

Join David Feinberg (New York – Presbyterian), Jean Hitchcock (MedStar Health), Christine Holt (Holy Redeemer Health System) and me as we present Marketing Executives: Transitioning from Volume to Value (Sunday, 2/5 at 1 pm).

New England Society for Healthcare Communications
May 19 – 21, 2013
Newport Marriott
Newport, Rhode Island

Candace Quinn of Brand = Experience and I will be presenting on the evolving roles of marketers in health systems and hospitals (5/20 at 8:30 am).

It’s going to be a busy season!  Hope to see you out there.